Press release -

Borough's tourism gems at heart of new global visitors campaign

Mid and East Antrim’s hidden tourism gems are being showcased to the world as Tourism NI and Tourism Ireland have launched a new destination brand at the World Travel Market in London.

The brand, ‘Northern Ireland - Embrace A Giant Spirit’, will be used to promote Northern Ireland on the island of Ireland and internationally. It will communicate a high quality experience to visitors that is recognisable as distinctively Northern Irish. It aims to increase visitor numbers whilst ensuring economic impact across all regions.

Chair of Mid and East Antrim’s Borough Growth Committee, Councillor Gregg McKeen said: “Northern Ireland – Embrace A Giant Spirit gives us the platform to showcase the many gems we have throughout the borough, as well as the local people who make this place a great destination to visit.

“By promoting the fantastic tourism products we have in Mid and East Antrim, whether it’s an attraction, accommodation or food and drink, we can encourage visitors to stay longer and spend more in our borough.”

This launch marks the start of a ten year journey to support the tourism industry and local economy.

Cllr McKeen continued: “The World Travel Market is the largest B2B event in the global travel and tourism calendar with Mid and East Antrim staff and trade promoting our Borough at the event.

“We are confident that this new brand will help give Northern Ireland prominence here and internationally as Tourism NI and Tourism Ireland build upon its strengths and successes of the last decade.”

Commenting on the new brand, Tourism NI Chief Executive John McGrillen said:

“We want to transform how prospective visitors perceive our destination and ensure that we deliver on their expectations when they get here”.

“Northern Ireland - Embrace a Giant Spirit is an opportunity and an invitation to create economic uplift for everyone involved in tourism, in all parts of Northern Ireland. It will build on the strengths and successes of the last decade to give authentic experiences provided by businesses large and small that will leave our visitors with unforgettable memories”.

“This is a new approach to promoting Northern Ireland tourism that has been tested in our key international markets and roundly endorsed by our industry. I am delighted to join with our partners in Tourism Ireland, who will be responsible for international brand roll out, to launch our own invitation to the world at the World Travel Market 2019.”


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  • Mid and East Antrim Borough Council is a multi-award winning local authority which leads the way in the transformation of ever-more efficient and improved public services for its 139,000 citizens. The traditional engine room of the Northern Ireland economy, the borough has a proud manufacturing heritage, diverse and dynamic business community, and a rapidly expanding tourism and hospitality sector.


Chris Kilpatrick

Press contact Head of Communications

Deborah Cummings

Press contact Press Officer

Aisling Maguire

Press contact Press Officer